A Branding Framework

​Google the term “branding” and be prepared for over 3.6 billion results. You will discover a wide range of tools, consultants, services, and terminology. It can be completely overwhelming, and it may leave you wondering: where do I even begin?
 
The good news is that branding doesn't have to be overly complicated. In fact, it boils down to one simple question: what is the image you want your business to convey?
 
My practice specializes in helping small to mid-size companies create, or refresh, their brand. I follow a relatively simple 4-part process. Well, simple to write about but not so simple to execute.

​Scroll down to read more or download the presentation here.

The 5 Borough 4-Part Guide to Branding

A good brand conveys authenticity and trust, which leads to repeat customers by allowing you to raise awareness, build relationships, and stimulate demand.

First, I work with a company on their positioning. Once that is complete, we turn to design which transitions into asset development. Once these three areas are reasonably complete, we look at different types of promotion.

1. Positioning. The reason for your existence.

• Brand positioning defines who you are and what you do. It is the reason for your existence and includes your purpose, promise, and personality. These are the core pillars of your business and informs your messaging.
• Tip: Your brand promise encapsulates your customer's experience with your business. Therefore, it must be compelling, authentic, credible, and kept at all times. We can also use our brand promise to create our business tagline. (When crafting a compelling one-liner, use four components: the main character [customer], the problem, the plan, and the success.)
  
  

2. Design. All of your visual elements.

• Your brand's design includes all elements that make up your style. This includes visuals such as logos, colors, fonts, and imagery. The key to an engaging design is to keep it simple, elegant & consistent.
• Tip: When selecting your color palette, why not choose your own? ColorwiseMe will identify your primary colors.
• Tip: Font-based logos are simple and elegant. Thread one of your primary colors throughout the logo for a consistent look along with an iconic emblem. I’m a huge fan of Smashing Logo to help get you started.
  
  

3. Assets. The tools you use from websites to blogs.

• Your primary asset will be your website (with appropriate SEO) which is often the first interaction someone has with your brand. Additional assets, such as blogs, case studies, and testimonials can help establish authority while also providing marketing collateral.​ Social media is also an asset but not always a necessity depending on your business. While many people prefer WordPress for their website, my personal favorite is Weebly.​
• Tip: I've already covered "above the fold" elements for the main page of your website which you can view here.
  
  

4. Promotion. Your external engagement.

• Good marketing and media tactics lead to more sales and repeat customers. But first, you need to develop your buyer persona, understand the marketplace, and develop campaigns to determine what will and not work. These types of engagement can be slow burns but ultimately result in the most business.
  • Although promotion is listed as the last element in branding, you will find yourself thinking about the above throughout the entire process. These aren’t exactly silos, but you do need to start somewhere. You’ve already considered your target market when defining your brand positioning. Now is the time to bring all of your work together to start developing campaigns.
• Tip: Marketing. An effective marketing strategy will ensure that your branding reaches the right people, in the right places, at the right time. First, it's essential to consider how you can use different channels to reach your target audience. Traditional advertising such as print, radio, and television can be costly but can reach a wide audience. Social media is a great way to engage with a larger audience but don't expect to become an influencer overnight.
• Tip: Media. Media engagement is about building and maintaining a presence. For example, your recently launched business may be of interest to local and regional reporters. While media engagement is typically the slowest burn of them all, it can work wonders in getting the word out about your services.

Altogether, a good brand will...

1. Help you stand out. A good brand lives in the heart & minds of your customers.
2. Increase awareness. A good brand helps you become "top-of-mind."
3. Lead to sales. A good brand generates customers and repeat customers.​​

5 Borough Communications specializes in what we like to refer to as "practical and tactical" brand design and refresh. The above framework guides this work.